The US expansion strategy for Techberry Company | |
| Author | Natnicha Prakhammin |
| Call Number | AIT Proj. no.SM-21-04 |
| Subject(s) | International business enterprises International cooperation |
| Note | A Project submitted in partial fulfillment of the requirements for the degree of Master of Business Administration |
| Publisher | Asian Institute of Technology |
| Abstract | Within the digital disrupted age in every business industry, Techberry, a Thai IT solutions company who developed digital services architecture concept to help the business customers develop and modify their digital solutions, is facing the challenges from both the competitors, the limited of number of customer and lack of customers trust for IT solutions form Thai company in the Thailand market. Regarding these challenges, the company needs to reach out and gain more customers to growth their business and increase customer’s trust by creating the global looks company. Competitor analysis shows that the software solutions for business share close target, positioning, communication and those company have been in the market for a long time have a greater advantage in gaining lager audience base that know them before. Moreover, one of Techberry purpose is set up to help their customer perform as a leader in the industry, benefits from the digital technology developed by Techberry in term of faster time to market, less investment, less man power required leading to higher return on investment (ROI) for their customers. The company is now having problem as building growth on their business sales and create an effective mass communication and awareness with their target market due to its weak of branding, product concept and limited target market in Thai market. There is an opportunity for digital solutions service as its product characteristic which can sell everywhere in the world and the expansion into the US market is having a lot of opportunities as the bigger market size, higher technology product adoption rate. Lastly, the “digital transformation” business trends where business needs to innovate their business model be able to adapt into the digital disrupted age is another opportunity. Techberry can differentiate themselves by positioning itself as a business IT solution for the business customers that seeking for the highest ROI, fastest, and proved IT solutions specialist on the legacy system with the references customers success cases from Thai market. The business expansion strategy, new business model and value proposition are reconsidered according to these trends. These recommended strategy as focus on differentiate and niche market through the strategic partnership and effective communication strategy is considered for Techberry to reach out to a wider group of customer and easier to create the new footprint in the US market. |
| Year | 2021 |
| Type | Project |
| School | School of Management (SOM) |
| Department | Other Field of Studies (No Department) |
| Academic Program/FoS | Master of Business Administration (MBA) (Publication code=SM) |
| Chairperson(s) | Levermore, Roger |
| Examination Committee(s) | Jarunee Wonglimpiyarat;Hanna, Sam |
| Scholarship Donor(s) | His Majesty the King's Scholarships (Thailand) |
| Degree | Project (M.B.A.) - Asian Institute of Technology, 2021 |